US Marketing to Moms Market Report 2022

This report provides comprehensive and current information and analysis of marketing to moms including marketing to moms market size, anticipated market forecast, relevant market segmentation, and industry trends for the marketing to moms market in the US.

Current market landscape

Nine out of 10 moms say they usually put their children’s needs before their own, but nearly as many agree that moms should maintain their own identity outside of parenthood. This tension drives moms to try to “do it all” – often at the expense of their own needs.

Moms are concerned about inflation, and they approach shopping with a budget-conscious mindset. The nearly one quarter of moms who are single are especially hurt by rising consumer prices.

Market share and key industry trends

• Moms need more support. Most moms are putting their kids’ needs before their own. Data shows that moms take on more of the household responsibilities than dads do, and they earn less in the workforce. Moms could use some help from brands— and from dads—to help give them some time for themselves and their own needs.
• Moms seek value. In part because they earn less than men do, moms are highly attuned to strategies that can help them save money. They are concerned about the impact inflation has had on their families and are seeking value in the form of high-quality products.
• Moms find joy in simple pleasures. Moms indicate they derive the most enjoyment from watching their favorite TV shows and eating their favorite foods. Encouraging moms to take more moments for themselves can help destigmatize the idea of moms spending time on small pleasures.

Future market trends in marketing to moms

The majority of moms are employed, but they also take on more childcare and household responsibilities than dads do. As a result, moms are often stretched too thin and are unable to spend time doing things for themselves, such as exercising. Brands can help moms by offering convenience, but much could also be done to encourage dads to pick up some of the slack around the house.

Read on to discover more about the moms consumer market, read our US Digital Advertising Market Report 2022, or take a look at our other Consumer Lifestyle, Marketing & Promotion Market research reports.

Quickly understand marketing to moms

• Moms’ attitudes toward parenting.
• Activities that bring moms the most enjoyment.
• Considerations moms have when shopping for the home.
• Value-seeking behaviors moms have done recently.

Covered in this marketing to moms market report

Brands include: Skin Republic, McDonald’s, Headspace, Starbucks, BetterHelp, Nightfood, Clorox, Target, FAO Schwarz, Raddish Kids, Fairy Dishwashing Soap, IKEA.

Expert analysis from a specialist in the field

This report, written by Kristen Boesel, a leading analyst in the Lifestyles and Leisure sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Most moms put the needs of others before their own. This presents opportunities for brands to encourage moms to take moments for themselves and practice self-care so they can be at their best for their families. More can be done to encourage dads to take on a greater share of household responsibilities. Brands normalizing equitable division of household labor by representing dads going above and beyond what is currently expected of them will resonate on a personal level for both moms and dads. Importantly, children seeing these visuals will grow up with a more equitable standard for tackling household tasks as a household unit.

Kristen Boesel
Senior Lifestyles Analyst